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that customer delight may be more strongly applicable to hedonic goods and services rather than for utilitarian products and services.
# Customer switching costs: Burnham, Frels, and Mahajan (2003, p. 110) define switching costs as "one-time costs that customers associate with the process of switching from one provider to another." Customers usually encounter three types of switching costs: (1) financial switching costs (e.g., fees to break contract, lost reward points); (2) procedural switching

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